Most marketing experts prescribe “what works” as if the same techniques apply regardless of how you feel about them. Unlike pills that can be swallowed with a grimace and with a lack of enthusiasm for this type of remedy, however, marketing yourself requires positive participation in the process. If you recoil from the experts’ recommendations thinking “That’s not me at all,” then you’re unlikely to be able to execute those strategies in the proper spirit.

My approach is different. I start from the assumption that marketing gets you where you want to go only if you feel comfortable doing the marketing tasks. And even if you are the type of person who tends to hold back from social interaction and self-promotion, there are nevertheless ways of getting your name and reputation out there that match your personality, preferences and talents.

To discover the types of marketing that will work best for you, begin by taking the Myers-Briggs personality assessment. If the test identifies you as introverted, this means you would rather be alone or with a small group of friends than schmoozing with strangers, and that you recharge with solitude while socializing drains you. In contrast, extroverts prefer interacting with others and would rather not spend much time alone.

Within the Myers-Briggs personality typology, INFPs (Intuitive/Feeling/Perceiving Introverts) are dreamers, healers and idealists who enjoy helping other people and yearn to make the world a better place. They value relationships, cherish creativity, seek “win-win”solutions, need praise and tend to wilt when criticized. Their ideal work situation has them working alone and in line with their strongly held values.

According to personality analysts, noted INFPs include William Shakespeare, Julia Roberts, National Public Radio host Terri Gross, Tom Brokaw, James Taylor, Audrey Hepburn, Helen Keller, Anais Nin, Mia Farrow, John F. Kennedy, Jr., Princess Diana, Anne Frank, Judy Garland, Anne from the novel Anne of Green Gables and the film character E.T.

If the Myers-Briggs test indicates that you are an INFP, you may struggle with marketing because you believe that the help you offer people has such obvious value that it shouldn’t have to be promoted. Set that belief off to the side and look for fun, creative ways to make useful connections, demonstrate what you do and publicly be your ultra-helpful self. For example:

· Offer free half-hour sessions that allow prospective clients to experience how helpful you are

· Create and post videos that show your intuitive helpfulness in action

· Get to know movers and shakers in the context of a save-the-something-or-other campaign

· Volunteer your creative talents publicly for a cause

· Develop and share a positive vision of what could be

· When networking, talk to one person at a time, becoming curious about their work and its challenges

· Offer signed testimonials (which in turn promote you) to companies and individuals that meet your high standards

As an INFP, you work best alone, so avoid projects requiring a big dose of teamwork. Also try to avoid strict deadlines, rigid structures and situations where you may be criticized publicly. Be careful of holding people, including colleagues, clients and yourself, to unrealistic expectations.

Remember that when you turn inspirations into action, others feel inspired as well and take note. For you, that’s an ideal marketing scenario.